NZQA registered unit standard
2941 version 5
Page 1 of 4
Title
Demonstrate and apply knowledge of direct marketing
Level
5
Purpose
Credits
10
This unit standard is for people who seek to offer, or provide
advice on, direct marketing services.
People credited with this unit standard are able to: identify
functions and major forms of direct marketing; examine the
direct marketing environment and analyse growth trends for
direct marketing; and identify special considerations for the
marketing mix for a specified product and its market.
Classification
Marketing > Direct Marketing
Available grade
Achieved
Entry information
Recommended skills
and knowledge
Unit 2926, Demonstrate knowledge of the principles of
marketing, or demonstrate equivalent knowledge and skills.
Explanatory notes
1
Performance of outcomes of this unit standard will require adherence to the New
Zealand Marketing Association Codes of Practice, or equivalent codes:
http://www.marketing.org.nz/.
2
Assessment guidance
Assessment can be based on a case study of an actual enterprise which could be a
small business enterprise, not-for-profit organisation, business operation, public
sector organisation, or trans-national corporation.
3
References
Kotler, P. & Armstrong, G. Principles of Marketing. Prentice Hall: Various
international editions.
Lamb, C.W., Hair, J.F., McDaniel, C., Summers, J., & Gardiner M. (2009) MKTG, (1st
Asia Pacific Ed.). Cengage Learning: Australia.
4
Legislation relevant to this unit standard includes but is not limited to:
Privacy Act 1993
Major Events Management Act 2007
Consumer Guarantees Act 1993
Fair Trading Act 1986
Commerce Act 1986, Part II.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2941 version 5
Page 2 of 4
Outcomes and evidence requirements
Outcome 1
Identify functions and major forms of direct marketing.
Evidence requirements
1.1
The functions of direct marketing are identified in terms of linking producers or
intermediaries directly and individually with target markets.
1.2
The major forms of direct marketing are differentiated in terms of the techniques
they employ to target customers.
Range
face-to-face selling, direct mail, catalogue, telemarketing, print,
direct-response television advertising, on-line, mobile technology.
Outcome 2
Examine the direct marketing environment and analyse growth trends for direct marketing.
Evidence requirements
2.1
The direct marketing environment is examined in terms of the diversity of
organisations participating and national and international growth trends.
2.2
The major forms of direct marketing are discussed in terms of their benefits to
buyers and sellers.
Range
2.3
buyer benefits include – convenience, time saving, range and
suitability of products, immediacy of contact, ability to compare
prices and products, availability of credit, privacy, interactivity;
seller benefits include – target market selectivity, personalised and
customised messages, ability to build customer relationships,
greater control over timing of direct marketing, ability to evaluate
specific messages and media, ability to measure responses, ability
to maintain privacy of marketing programmes.
Direct marketing techniques are discussed in terms of their implications for
public policy and ethical practice.
Outcome 3
Identify special considerations for the marketing mix for a specified product and its market.
Evidence requirements
3.1
The use of digital technology and database applications as direct marketing
tools are analysed in terms of their implications for marketing mix strategies.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2941 version 5
Page 3 of 4
3.2
The concept of integrated direct marketing is analysed in terms of implications
for marketing mix strategies.
3.3
Segmentation bases are selected to take account of target market segment
fragmentation.
3.4
Product assortment and pricing decisions are analysed to take account of
competitive factors.
3.5
Service requirements are assessed for building and maintaining customer
relationships and service levels are recommended for target markets.
3.6
Promotion tools are differentiated for specific target markets.
3.7
Distribution strategies are selected that reflect the unique aspects of the direct
target market.
Planned review date
31 December 2019
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
20 March 1995
31 December 2016
Revision
2
9 January 1998
31 December 2016
Revision
3
16 January 2001
31 December 2016
Review
4
19 November 2010
31 December 2016
Rollover and
Revision
5
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies
to this standard are outlined in the Consent and Moderation Requirements (CMR). The
CMR also includes useful information about special requirements for organisations wishing
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2941 version 5
Page 4 of 4
to develop education and training programmes, such as minimum qualifications for tutors
and assessors, and special resource requirements.
Comments on this unit standard
Please contact NZQA National Qualifications Services nqs@nzqa.govt.nz if you wish to
suggest changes to the content of this unit standard.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016